Promoting Natural & Organic Cosmetics
Demand for natural and organic cosmetics is booming. Consumers are increasingly aware of the ingredients they put on their skin and want to know how cosmetics are made and by whom. In Europe alone, sales of natural and organic cosmetics have grown at an average of +7% per year over the past five years and are expected to reach 5 billion euros by 2023.
Tunisia is witnessing significant growth of the natural cosmetics sector and its role in socio-economic development. Over 1,000 hectares are dedicated to the cultivation of medicinal and aromatic plants. There are 187 non-toxic aromatic and medicinal plant species, of which 80 are grown intensively. The country is currently the world's leading exporter of neroli and the second largest exporter of rosemary oil. Exports of prickly pear seed oil also recorded a clear upward trend during 2020, despite the global economic crisis.
This month we take a closer look at some of the Tunisian entrepreneurs tapping into the natural and organic cosmetics market with the support of Mashrou3i. We explore how they are adding value to the country's natural resources while generating employment opportunities in the interior regions.
MASHROU3I SUPPORT SERVICES FOR PRODUCERS OF NATURAL COSMETICS
AN ATTRACTIVE SECTOR FOR YOUNG ENTREPRENEURS
24-year-old Emna Ouechtati is one of a growing number of enterprising young people attracted to starting a business in the natural and organic cosmetics sector. The ambitious student entrepreneur from Beja recently launched Emna Nature and benefited from HP LIFE training in the creation of her business.
"I particularly liked the ‘Design Thinking’ course where I learned how to identify, explore and test ideas to meet the needs of my customers. I’m using these skills to improve my products and to add new features.”
EMPOWERING RURAL WOMEN
Harvesting of aromatic and medicinal plants requires careful and hard work. Women mainly do this task and their labour is often underpaid. In recent years, however, rural women have established cooperatives and Agribusiness Development Groups (GDAs) to improve their living and working conditions, while also ensuring the sustainability of activities. The women's GDA of Menzel Moguer, in the region of Medenine, is one such group. It's leader, Jamila Labiadh, tells us more in this radio interview as part of Mashrou3i's media partnership with Express FM.
"Mashrou3i support came at the right time - during the first wave of COVID. While we were forced to stop our activities, the project provided marketing training and helped us improve the packaging of our products." Jamila Labiadh, Menzel Moguer GDA, Médenine
PROMOTING REGIONAL DEVELOPMENT
Southern Tunisia is not known for its medicinal plants and abundant flora. However, the micro-climate of certain regions enables a wide variety of plants, such as lavender or sage, to be cultivated at the bottom of palm tree crops.
Amina Chrif from Tombar in Kebili is highlighting the potential of the region's oases with the creation of her natural cosmetics brand, Green Life. She recently opened a point of sale in Kebili and has received Mashrou3i support to strengthen her technical and commercial skills.
"I recently completed a communication and sales training course with Mashrou3i. It helped me understand how to improve my customer relations. I also learned how to identify my customers and tailor the right messages to each target audience." Amina Chrif, Green Life, Kebili
BEAUTY FROM BEES
Ahlem Trabelsi is taking her beekeeping business to the next level with the support of Mashrou3i. The young entrepreneur from Beja is currently developing a range of natural cosmetics that harnesses the benefits of honey as well as the power of aromatic plants, all grown on her family's land.
"Mashrou3i helped me to develop a new business model and provided technical training in essential oils extraction, saponification and organic cosmetics. The odds are now on my side to promote my beekeeping products with a range of sustainable cosmetics. Ahlem Trabelsi, Queen VAGA, Beja”
FOSTERING SYNERGIES
UNIDO-implemented projects in Tunisia have joined forces to enhance knowledge sharing and to strengthen market access for young entrepreneurs in the natural cosmetics sector.
Safa Ayari, for example, is benefiting from collaboration between Mashrou3i and the UNIDO-SECO PAMPAT project. In 2021, with the support of business coaching from Mashrou3i, the young entrepreneur from Kef launched a cosmetics brand specialized in prickly pear seed oil. To help position Tunisia as a lead country for the production of prickly pear seed oil, the PAMPAT project has carried out clinical trials and developed national norms and standards with the INNOPRI to guarantee quality. Safa is one of several producers who will also benefit from technical assistance from PAMPAT to strengthen the value chain and promote market access.
“Thanks to business coaching and technical training, I've strengthened my skills in the extraction of essential oils, and improved the quality of my products.” Safa Ayari, El SAFA, Kef
ABOUT MASHROU3I
Mashrou3i (‘my project’ in Arabic) is a joint project of the United States Agency for International Development (USAID), the Italian Agency for Development Cooperation (AICS), the HP Foundation and UNIDO. Mashrou3i fosters youth entrepreneurship in Tunisia and supports the creation and growth of enterprises. The project combines UNIDO’s on-the-ground experience supporting beneficiaries in the creation and growth of small businesses, its working relationships with Tunisian partner organizations and HP’s Learning Initiative for Entrepreneurs (HP LIFE) programme, which consists of free online courses covering basic business, IT and entrepreneurship skills. Stay up to date on all Mashrou3i's project activities and latest entrepreneur success stories by exploring our website and following our social media pages (Facebook, Twitter and Instagram).